Just downloaded Akamai’s “eCommerce Web Site Performance Today – An Updated Look At Consumer Reaction To A Poor Online Shopping Experience” and wanted to share some of their key findings.
The study of 1,048 online shoppers examines the state of online shopping, expectations of these website visitors and implications site owners face if they do not properly address these expecatations.
Following are some of their key findings:
1) Consumers become impatient when pages take longer than 2 seconds to load:
47% expect to wait no more than 2 seconds for a Web page to render
52% said that quick page loading is important to their site loyalty
61% who spend more than $1,500 online per year insist on pages loading quickly
2) Poor site performance leads to shopper dissatisfaction and site abandonment:
23% attributed dissatisfaction to the site being too slow or taking too long to render
17% reported dissatisfaction due to site crashes or error messages they received
3) The consequences for online retailers with underperforming sites are lost sales:
79% who experience a dissatisfying visit are likely to no longer buy from that site
46% of dissatisfied are likely to develop a negative perception of the company
44% will tell their friends and family about the experience
4) Ease of use is a key factor in site loyalty:
88% indicated they are likely to return if it is easy to use (particularly during the registration, login, and checkout processes)
5) Assurances regarding the security of personal financial information are also important:
74% want assurances that the information they enter into the site is secure
6) Site features and overall site performance strongly affect online shopper loyalty:
57% of online shoppers insist on a rapid checkout process
52% stated that quick site loading is critical to their loyalty
60% of consumers demand an effective site search
Considering that site traffic and conversions generally determine the success of your online efforts, there are some very important take-aways from this for all site owners.